NEWSPAPER OF THE FUTURE by BBDO Mexico for FUNDACIÓN TELETÓN

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NEWSPAPER OF THE FUTURE

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Direct marketing
Market Mexico
Agency BBDO Mexico
Creative Director Barbara Hernandez, Hector Benitez
Art Director David Figueroa
Copywriter Mariana Morales
Released December 2009

Credits & Description

Category: Flat Mailing
Advertiser: FUNDACIÓN TELETÓN
Product/Service: DISABLED PERSONS CHARITY
Agency: BBDO MEXICO
Date of First Appearance: Dec 18 2009 12:00AM
Entrant Company: BBDO MEXICO, MEXICO
Chief Creative Officer: Héctor Fernández (BBDO México)
Chief Creative Officer: Luis Ribó (BBDO México)
Creative Director: Héctor Benítez (BBDO México)
Creative Director: Bárbara Hernández (BBDO México)
Copywriter: Mariana Morales (BBDO México)
Art Director: David Figueroa (BBDO México)
Account Director: Francisco Partida (BBDO México)
Account Executive: Paola González (BBDO México)
Agency Producer: José Meré (BBDO México)
Agency Producer: Sergio Rangel (BBDO México)
Agency Producer: Juan Carlos Jiménez (BBDO México)
Video Producer: Adriana Zamorano (Hiperbox)
Media placement: Flat Mailing - Newspaper A/instructions/résumé/translations - Personal Delivery - 18 December 2009
Media placement: Flat Mailing - Newspaper B/instructions/résumé/translations - Personal Delivery - 18 December 2009
Media placement: Audiovisual Presentation - CD - April 2010
Describe the brief/objective of the direct campaign.
Teletón is a foundation that helps people with disabilities in order to integrate them into society. This year, they wanted to raise awareness on job discrimination. After making a TV campaign we thought that if we were talking people into giving opportunities to the handicapped, we should preach by example. We wanted big companies to ponder over this problem, be conscious and take real action by hiring someone with a disability, in this case, Victor, a senior student who previously helped us film a TV spot for this campaign.
Explain why the creative execution was relevant to the product or service.
Top Directors receive lots of CVs in their offices and most of them end up as bulk mail. Through the Newspaper of the Future, and with the help of their assistants, we directly linked Victor with them and showcased his abilities in a way they couldn’t pass on, opposite to what could’ve happened with a regular resumé.Besides, at the end of the piece, we included contact information for Teletón’s own job-hunting database. A way to find more job-seeking disabled people, and to raise awareness of this lesser-known effort made by Teletón. All of this, done without spending any money.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A direct mail piece delivered straight to the Presidents of blue chip companies.A Newspaper from the Future.An identical copy of Reforma, the most influential newspaper in Mexico. 12 fake front pages, for 12 different companies, with personalised headlines the Directors would never expect to read. Ideal situations, which currently aren’t true.Reading on, they realise it all has happened because they hired Victor. That these extraordinary feats are a result of a decision they took 4 years ago, back in 2009, when they received Victor’s resumé (which we sent on the date the article said it would happen).
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Shortly after having delivered the Newspapers of the Future, two companies (Scribe, and Johnson & Johnson) have already contacted Victor and he is currently undergoing both recruitment processes.Victor is overwhelmed with all that has been happening and feels really enthusiastic with the idea of finally getting a job.Furthermore, these top Directors have realised that Victor or any other handicapped person, if given the opportunity, can help their company reach unthinkable heights. Their disabilities don’t make them any different from the rest, while helping Mexico become a country with no barriers.